Encouraging consumers to make sustainable seafood choices (U.S.)

We targeted consumers via the following channels: - teaming up with food influencers - treating journalists to a surprise lunch of MSC certified McDonald's Filet-o-Fish - MSC certified seafood featured in broadcast news cooking segments - advertising on public transportation in two cities In Seattle, our adverts reached two-thirds of the population. In follow-up surveys, one in five people (and one in three aged 18-34) said they recalled the campaign, and 90% of these had a high level of trust in the MSC.